The identity mixes Paul Rand’s 1981 Eye-Bee-M rebus with archive pictograms and photography to “celebrate human interaction, collaboration and learning”.
Ripples on the recyclable glass bottle structure and the textured paper label seek to reflect the unique sand-filtration process used to make the vodka.
The festival’s new eucalyptus-tree-inspired logo animates to become “a graphic equaliser device” that could play a role in live performances at future festivals.